Miller Zell has long designed packaging for Church’s Chicken, from core to promotional to broadcast. Church’s planned to launch a new, limited-time item, “Lemonade Icebox Pie,” in August of 2020 and it partnered with Miller Zell and manufacturer Legendary Baking to gain create a design that was both inviting and purposeful.
THE SOLUTION
Miler Zell designers adopted the dieline into graphics for packaging that communicated the uniqueness of the product and celebrated the summer season. The design used lemons to create a unique pattern that
is synonymous with summer banners. The addition of the blue color is on brand and quickly communicates the cool sensation of an ice box.
THE RESULT
Celebrating “A delicious sip of lemonade in every bite,” the product was a hit, receiving numerous positive reviews online, with more than a few taking note of the cool and easy-to-navigate packaging. The pie packaging went on to earn honors from QSR Magazine’s “2021 QSR/FPI Foodservice Packaging Awards” in the “New Menu Launch” category.
